TYPOLOGY OF CLOTHING BRAND CONSUMERS BASED ON PURCHASE DECISION MAKING STYLE

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TABAKHIYAN LEILI; HADADIAN ALIREZA; POOYA ALIREZA

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Journal: JOURNAL OF BUSINESS MANAGEMENT Year:2017 | Volume:9 | Issue:2 Page(s): 353-374

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Title

TYPOLOGY OF CLOTHING BRAND CONSUMERS BASED ON PURCHASE DECISION MAKING STYLE

Author(s)

TABAKHIYAN LEILI | HADADIAN ALIREZA | POOYA ALIREZA | Issue Writer Certificate

Keywords

ATTITUDE TOWARD MARKETING MIXQ1

ATTITUDE TOWARD PLACEQ1

ATTITUDE TOWARD PRICEQ1

ATTITUDE TOWARD PRODUCTQ1

ATTITUDE TOWARD PROMOTIONQ1

MARKET SEGMENTATIONQ1

PURCHASE DECISION MAKING STYLEQ1

Abstract

This study aims to segmenting customers of foreign brand clothing based on their PURCHASE DECISION MAKING STYLE and examining differences in different segments based on their PURCHASE DECISION MAKING STYLE in terms of ATTITUDE TOWARD MARKETING MIX. The population of this study is customers of foreign brand clothing stores in Mashhad, And 270 usable questionnaires were returned. The collected data were analyzed using Kmeans clustering analysis and ANOVA using SPSS. And Results showed that consumers classified in four clusters and labeled as Impulsive and quality oriented, stylish and price oriented, perfectionist and confused and quality oriented. In the second part of analyses it was revealed that in terms of ATTITUDE TOWARD PRODUCT, group NO.3 & 4, and in terms of ATTITUDE TOWARD PRICE, NO.3 are different with other groups; in terms of ATTITUDE TOWARD PROMOTION, group NO.1 & 3 have No differences and also in terms of ATTITUDE TOWARD PLACE, group NO.3 is different with others.

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APA: Copy

TABAKHIYAN, LEILI, HADADIAN, ALIREZA, & POOYA, ALIREZA. (2017). TYPOLOGY OF CLOTHING BRAND CONSUMERS BASED ON PURCHASE DECISION MAKING STYLE. JOURNAL OF BUSINESS MANAGEMENT, 9(2 ), 353-374. SID. https://sid.ir/paper/140219/en

Vancouver: Copy

TABAKHIYAN LEILI, HADADIAN ALIREZA, POOYA ALIREZA. TYPOLOGY OF CLOTHING BRAND CONSUMERS BASED ON PURCHASE DECISION MAKING STYLE. JOURNAL OF BUSINESS MANAGEMENT[Internet]. 2017;9(2 ):353-374. Available from: https://sid.ir/paper/140219/en

IEEE: Copy

LEILI TABAKHIYAN, ALIREZA HADADIAN, and ALIREZA POOYA, “TYPOLOGY OF CLOTHING BRAND CONSUMERS BASED ON PURCHASE DECISION MAKING STYLE,” JOURNAL OF BUSINESS MANAGEMENT, vol. 9, no. 2 , pp. 353–374, 2017, [Online]. Available: https://sid.ir/paper/140219/en

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